This year, Adweek is honoring the top advertising agencies in the industry by focusing on what sets them apart from the rest. Their awards program, themed “Building a Better Agency,” asks each finalist to describe how they are constructing a superior agency for the future. The winners will be unveiled on October 10th, and the following list presents the contenders for Multicultural Agency of the Year in alphabetical order.
Among the factors that make these agencies stand out are their commitment to diversity, innovation, and ability to deliver effective, culturally relevant campaigns for their clients. By acknowledging and celebrating these attributes, Adweek aims to inspire other agencies to adopt similar approaches and continue building a more inclusive and forward-thinking advertising industry.
Alma: Embracing Diversity and Fostering Internal Collaboration
Alma has created impressive multicultural campaigns for well-known brands such as McDonald’s, Coors Light, and Pepsi, and boasts a 95% retention rate. CEO and co-president Isaac Mizrahi highlights the importance of fostering a robust internal culture and eliminating restrictive labels to build a superior agency.
Mizrahi believes that a strong internal culture encourages innovation, creativity, and collaboration, ultimately leading to more successful campaigns for their clients. By shedding limiting labels and embracing diversity, Alma fosters an inclusive environment that promotes out-of-the-box thinking and strengthens its team’s ability to connect with various audiences effectively.
L&C New York: A Global Perspective on Multicultural Marketing
L&C New York, a 15-person boutique agency, places diversity and global awareness at the heart of its operations. With creative teams in Argentina, Peru, Ecuador, and France offering diverse viewpoints, the agency has collaborated with brands like AB InBev, Dole, and Diageo.
In addition to working with well-known brands, L&C New York enables small and medium-sized businesses to capitalize on their multicultural marketing expertise, driving innovation and growth across various industries. By acknowledging and embracing the unique perspectives and strengths of their international talent pool, L&C New York ensures tailored campaigns that appeal to an increasingly diverse and connected world.
Nativa: Sustainable Advertising for a Greener Tomorrow
Their sustainability-focused campaign for beer brand Nativa notably garnered silver and bronze Cannes Lions in 2023. This impressive achievement highlights the effectiveness of incorporating sustainability principles into advertising and branding strategies. The award-winning campaign not only boosted Nativa’s brand recognition but also demonstrated the potential positive impact that eco-conscious marketing can have on both consumer preferences and the environment.
Lerma: Staying Ahead in the Multicultural Marketing Landscape
Lerma has seen its revenue soar by over 300% in the past year, creating mass-market campaigns for brands such as Avocados From Mexico and Home Depot. This rapid growth could be attributed to the company’s innovative approach to marketing and advertising, understanding the target audience, and creating highly engaging content. Lerma’s success not only benefits the company itself, but also positively impacts its clients by boosting their brand visibility and generating increased sales.
Recognizing that multicultural marketing is mainstream in 2023, Lerma capitalizes on its expertise as a multicultural agency. As evidenced by their Super Bowl campaigns for Avocados From Mexico and He Gets Us, the company showcases its ability to create engaging, culturally relevant content that resonates with diverse audiences. As the market continues to evolve, Lerma is poised to maintain its position at the forefront of multicultural marketing, ensuring that brands effectively communicate with their increasingly diverse target demographics.
The finalists for Adweek’s Multicultural Agency of the Year exemplify the qualities that set superior advertising agencies apart from the rest: commitment to diversity, innovation, and creating impactful, culturally relevant campaigns. As the advertising industry evolves, embracing multicultural perspectives and fostering diverse talent pools will be essential for agencies to thrive. Clients, brands, and consumers alike will all benefit from a more inclusive and forward-thinking advertising landscape.
What is the theme of Adweek’s awards program?
The theme of Adweek’s awards program this year is “Building a Better Agency,” focusing on recognizing advertising agencies that set themselves apart from the rest through diversity, innovation, and effective campaigns for their clients.
When will the winners be unveiled?
The winners of Adweek’s awards program will be unveiled on October 10th.
What are some factors that make these agencies stand out?
Some factors that make these agencies stand out include their commitment to diversity, innovation, and their ability to deliver effective, culturally relevant campaigns for their clients.
How does Alma foster innovation and creativity?
Alma fosters innovation and creativity by building a strong internal culture and eliminating restrictive labels, which helps create an inclusive environment that encourages out-of-the-box thinking and effective connections with diverse audiences.
What is unique about L&C New York’s approach to multicultural marketing?
L&C New York’s unique approach is based on diversity and global awareness, which is achieved by having creative teams in various countries offering diverse viewpoints. They collaborate with both well-known brands and SMEs, ensuring tailored campaigns that appeal to an increasingly diverse and connected world.
How does Nativa promote sustainability in advertising?
Nativa promotes sustainability in advertising through eco-conscious marketing that positively impacts both consumer preferences and the environment, as evidenced by their award-winning campaign for their beer brand Nativa.
What factors have contributed to Lerma’s rapid growth?
Lerma’s rapid growth can be attributed to their innovative approach to marketing and advertising, understanding their target audience, and creating highly engaging content. They capitalize on their expertise as a multicultural agency and create culturally relevant content that resonates with diverse audiences.